Solutions for improving the Romanian consumers trust in the authenticity of traditional local food

• Author: Balasescu M.
• Pages: 3-10

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

Solutions for improving the Romanian consumers

trust in the authenticity of traditional local food

Marius BĂLĂȘESCU1

Abstract: In Romania, the creation of short food supply chains will provide the opportunity

for rural development both in terms of area and people. For farmers, the development of

short food supply chains represents one factor of coagulation and stimulation of

cooperation, providing new opportunities for development. Consumers are interested in

supporting the development of local food chains by consuming the products, but it is difficult

in many situations for them to reach the products and producers. This paper presents the

results of a study conducted among Romanian consumers in order to quantify their interest

in local food and their perception on the traditional food authenticity.

Key-words: short food supply chain, traditional local food, marketing research, food

authenticity

1. Introduction

In recent times, short supply chains for food products and local markets represent an

alternative to conventional longer food chains where the consumer cannot associate

the food to a known producer or a certain area. According to the Rural Development

Programmes 2014-2020 (article 2) short supply chain is “a supply chain involving a

limited number of economic operators, committed to co-operation, local economic

development, and close geographical and social relations between producers and

consumers” [5]. The current EU rural development policy 2014-2020 gives more

importance than before to short food supply chains. On average, 15% of European

Union farms sell more than 50% of their production directly to consumers. Short

supply chains include direct sale by producers (farm sales, farmers’ markets, fairs,

baskets, community sales point) and sales with at least one intermediary (for

example: the Internet, retail sales, shops).

Local agriculture and short food supply chains have economic, social and also

cultural benefits for many stakeholders: farmers, consumers and rural areas.

1 Transilvania University of Braşov, Faculty of Economic Sciences and Business Administration,

marbalasescu@yahoo.com